Many dealership in the country have something they hang their hat on. Something they feel separates them from the competition. These are known as unique selling propositions or USP’s. While most dealers use conventional methods to promote their USP’s, many ignore the digital element for making consumers aware of their exceptional offer.

Your dealership may offer free car washes or loaner cars with service. You probably have some kind of service rewards or points program, either set up by the manufacturer or a third party. In most cases these offers are posted in the service area, on the website and perhaps in your newspaper ads, but they can become stagnant. When your USP becomes part of the furniture, it becomes less effective.

Do you have a well optimized web page on your dealership site dedicated to each of your USP’s?

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Editors

Jeff Kershner

I’m the founder of DealerRefresh. I got my start in the dealer business when I was 18. From there I've worked throughout several departments within fixed to variable ops. Whether it’s managing the desk, perfecting sales process or studying online marketing and media trends, I absolutely love this business and the challenges it brings. On top of keeping up with DealerRefresh, I consult with dealerships and key industry businesses. My passion has been and continues to be helping dealers leverage new media to sell and improve customer service.

Alex Snyder

2019 marks Alex's 30th year in the car business. In that time he has had a front-row seat for the rise of the Internet and has been working to bring the online and offline dealership experience closer. Whether you knew him from his life at Checkered Flag or his years with Dealer.com/DealerTrack/Cox Alex has remained an opinionated DealerRefresh contributor who enjoys nothing more than to poke at the unsaid truths in our industry. He also helped found FRIKINtech.